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Meet Your Customers Where They Spend Their Free Time

ducks-flying

Image the power of knowing exactly what your customers like to do in their free time. If you knew that they generally owned horses – you would have the ability think creatively about where your messages could intercept them.

Photo credit: cheryl.dudley
  • The regional section in the Horse Fancier’s magazine?
  • Sponsoring a show?
  • Partnering with the local grange on an event?
  • Sponsoring a junior jumping show?
  • Have a Tradeshow booth at one of the local shows?

All of these represent viable options and locations that you could intercept your customer if you knew they were into horses. This knowledge is important because being able to find places and spaces like the ones above are going to be more targeted than advertising in the local newspaper. The beauty of better targeting is that you can reach horse enthusiasts with a better message, for less money. And, because your message is more appropriate to the horse enthusiast, the odds are better that they will respond to your message positively and begin or increase the frequency with which they do business in your shop.

This doesn’t just work for horse enthusiasts though, it works for every niche market. Local food enthusiasts, women beer drinkers, those that are environmentally conscious but not willing to give up luxury, people interested in achieving optimal health from the inside out, individuals seeking peace and mindfulness, Facebook snobs, and those that recognize that aging is not an option, but optimal aging is.

These days, the more tightly you can define an aspect of your target market, the more you are able to find the places and spaces that like-minded people hang out, and the more you can target your message to resonate with those people. Varying your message slightly from target market to target market increase your effectiveness in converting the sale.

See how closely you can define the different aspects of your target market and then consider all the different places you can intercept those audience members. Your marketing budget and conversion rates will thank you for it.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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  1. The photo featured here is posted without the permission of the person it was taken of. Please discontinue it’s use. Thank you.

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